Methods and systems for presenting online content elements based on information known to a service provider

ABSTRACT

Methods and systems for presenting online content elements based on information known to a service provider. One of the methods is a method for presenting online content at a communication apparatus, the communication apparatus being assigned an identifier. The method comprises: obtaining information that pertains to a profile associated with the identifier and provided by a service provider involved in assigning the identifier to the communication apparatus; determining an online content element to be presented at the communication apparatus based on the information; and causing the communication apparatus to present the online content element. Another one of the methods is a method for facilitating determination of online content to be presented at a communication apparatus. Servers for implementing the methods are also provided.

CROSS-REFERENCE TO RELATED APPLICATION

This application claims priority from U.S. Provisional PatentApplication No. 60/941,830 filed on Jun. 4, 2007 and hereby incorporatedby reference herein.

FIELD OF THE INVENTION

The present invention relates generally to online content presented at acommunication apparatus connected to a computer network such as theInternet, and, more particularly, to methods and systems for presentingonline content elements based on information known to a serviceprovider.

BACKGROUND

When using a communication apparatus to access and interact with variousnetwork sites of a computer network such as the Internet, a user ispresented with a wide variety of online content. For example, inaddition to primary content of a network site being accessed, the useris often presented with advertising content that provides one or moreonline advertisements.

In order to improve their effectiveness, online advertisements presentedto a user are typically targeted using various techniques that take intoaccount different factors, such as online behavior of the user (i.e.,behavioral targeting), a geographic location (e.g., a country or city)of the user, or the primary content of an accessed network site (i.e.,contextual targeting). Although existing techniques are useful to someextent, their degree of advertisement targeting is limited byinformation that they use in determining which ads to present to users.In particular, since they are typically confined to using informationthat is derived from online activities of users (e.g., browsinghistories, search engine queries, etc.) and/or that is insufficientlyprecise or specific (e.g., in terms of geographic location of users),existing ad targeting techniques are limited in their ability toprecisely target ads to users.

Limitations similar to those imposed on existing ad targeting techniquesare often imposed on techniques used to tailor or otherwise determineelements of primary content of a network site that are to be presentedto a user. As such, in some cases, elements of primary content of anetwork site that are to be presented to a user may not be tailored orcustomized as precisely as the network site's operator may want,possibly adversely affecting the user's experience in visiting thenetwork site.

For these and other reasons, there is a need for methods and systemsthat enable more precise targeting or tailoring of online advertisementsor other online content elements that are presented to users.

SUMMARY OF THE INVENTION

In accordance with a first broad aspect, the present invention providesa method for presenting online content at a communication apparatus, thecommunication apparatus being assigned an identifier. The methodcomprises: obtaining information that pertains to a profile associatedwith the identifier and provided by a service provider involved inassigning the identifier to the communication apparatus; determining anonline content element to be presented at the communication apparatusbased on the information; and causing the communication apparatus topresent the online content element.

In accordance with a second broad aspect, the present invention providesa server for presenting online content at a communication apparatus, thecommunication apparatus being assigned an identifier. The servercomprises an interface for receiving and sending data and a processingunit coupled to the interface. The processing unit is operative for:obtaining information that pertains to a profile associated with theidentifier and provided by a service provider involved in assigning theidentifier to the communication apparatus; determining an online contentelement to be presented at the communication apparatus based on theinformation; and causing the communication apparatus to present theonline content element.

In accordance with a third broad aspect, the present invention providesa computer-readable medium storing a program component for execution bya computer system to present online content at a communicationapparatus, the communication apparatus being assigned an identifier. Theprogram component comprises: first program code for causing the computersystem to obtain information that pertains to a profile associated withthe identifier and provided by a service provider involved in assigningthe identifier to the communication apparatus; second program code forcausing the computer system to determine an online content element to bepresented at the communication apparatus based on the information; andthird program code for causing the computer system to cause thecommunication apparatus to present the online content element.

In accordance with a fourth broad aspect, the present invention providesa method for facilitating determination of online content to bepresented at a communication apparatus. The method comprises: obtainingan identifier assigned to the communication apparatus; consulting aprofile associated with the identifier and provided by a serviceprovider involved in assigning the identifier to the communicationapparatus; and transmitting information pertaining to the profile to anetwork component to allow the network component to determine an onlinecontent element to be presented at the communication apparatus based onthe information.

In accordance with a fifth broad aspect, the present invention providesa server for facilitating determination of online content to bepresented at a communication apparatus. The server comprises aninterface for receiving and sending data and a processing unit coupledto the interface. The processing unit is operative for: obtaining anidentifier assigned to the communication apparatus; consulting a profileassociated with the identifier and provided by a service providerinvolved in assigning the identifier to the communication apparatus; andtransmitting information pertaining to the profile to a networkcomponent to allow the network component to determine an online contentelement to be presented at the communication apparatus based on theinformation.

In accordance with a sixth broad aspect, the present invention providesa computer-readable medium storing a program component for execution bya computer system to facilitate determination of online content to bepresented at a communication apparatus. The program component comprises:first program code for causing the computer system to obtain anidentifier assigned to the communication apparatus; second program codefor causing the computer system to consult a profile associated with theidentifier and provided by a service provider involved in assigning theidentifier to the communication apparatus; and third program code forcausing the computer system to transmit information pertaining to theprofile to a network component to allow the network component todetermine an online content element to be presented at the communicationapparatus based on the information.

In accordance with a seventh broad aspect, the present inventionprovides a method for presenting online advertising content at acommunication apparatus. The method comprises: obtaining a service pointlocation that is associated with an identifier assigned to thecommunication apparatus; determining an online advertisement to bepresented at the communication apparatus based on the service pointlocation; and causing the communication apparatus to present the onlineadvertisement.

In accordance with an eighth broad aspect, the present inventionprovides a server for presenting online advertising content at acommunication apparatus. The server comprises an interface for receivingand sending data and a processing unit coupled to the interface. Theprocessing unit is operative for: obtaining a service point locationthat is associated with an identifier assigned to the communicationapparatus; determining an online advertisement to be presented at thecommunication apparatus based on the service point location; and causingthe communication apparatus to present the online advertisement.

In accordance with a ninth broad aspect, the present invention providesa method for facilitating determination of online advertising content tobe presented at a communication apparatus. The method comprises:obtaining an identifier assigned to the communication apparatus;consulting a database to obtain a service point location associated withthe identifier; and transmitting the service point location to a networkcomponent to allow the network component to determine an onlineadvertisement to be presented at the communication apparatus based onthe service point location.

In accordance with a tenth broad aspect, the present invention providesa server for facilitating determination of online advertising content tobe presented at a communication apparatus. The server comprises aninterface for receiving and sending data and a processing unit coupledto the interface. The processing unit is operative for: obtaining anidentifier assigned to the communication apparatus; consulting adatabase to obtain a service point location associated with theidentifier; and transmitting the service point location to a networkcomponent to allow the network component to determine an onlineadvertisement to be presented at the communication apparatus based onthe service point location.

These and other aspects of the invention will become apparent to thoseof ordinary skill in the art upon review of the following description ofembodiments of the invention in conjunction with the accompanyingdrawings.

BRIEF DESCRIPTION OF THE DRAWINGS

A detailed description of embodiments of the present invention isprovided herein below, by way of example only, with reference to theaccompanying drawings, in which:

FIG. 1 shows an architecture allowing a user of a communicationapparatus connected to a public packet-switched network to access andinteract with network sites of that network, in accordance with anembodiment of the present invention;

FIG. 2 shows an example of potential contents of a profile informationdatabase accessible to a profile information server of the architectureshown in FIG. 1;

FIG. 3 shows an example of data exchanged between various components ofthe architecture shown in FIG. 1, in accordance with an embodiment ofthe present invention;

FIG. 4 shows an example of data exchanged between various components ofthe architecture shown in FIG. 1, in accordance with another embodimentof the present invention; and

FIGS. 5 to 7 illustrate an example process by which the profileinformation database of the architecture shown in FIG. 1 may bepopulated, in accordance with an embodiment of the present invention.

It is to be expressly understood that the description and drawings areonly for purposes of illustration of example embodiments of the presentinvention and are an aid for understanding. They are not intended to bea definition of the limits of the invention.

DETAILED DESCRIPTION OF EMBODIMENTS

FIG. 1 depicts an architecture allowing a user 10 of a communicationapparatus 12 connected to a public packet-switched network 14 (e.g., theInternet) to access and interact with network sites (e.g., web sites) ofthe network 14, in accordance with an embodiment of the presentinvention.

In this embodiment, the communication apparatus 12 comprises a computingdevice 16 and a network interface unit 18. For example, the computingdevice 16 may be implemented as a personal computer (PC) such as adesktop computer, a laptop computer, or a tablet PC. The computingdevice 16 is provided with at least one input device such as a keyboard,a mouse, a touchscreen, a stylus, a microphone, etc., as well as adisplay and possibly one or more other output devices (e.g., speakers)that enable interaction between the user 10 and the computing device 16.The computing device 16 is operative to run a software applicationimplementing a network browser (e.g., a web browser) with which the user10 can interact via the display (and possibly one or more other outputdevices) and the at least one input device in order to access andinteract with network sites of the public packet-switched network 14.

The network interface unit 18 enables the communication apparatus 12 toexchange data with the public packet-switched network 14 via acommunication link 20. For example, in various embodiments, anddepending on the nature of the communication link 20, the networkinterface unit 18 may be implemented as a modem such as a broadbandmodem (e.g., a digital subscriber line (DSL) modem or a cable modem) ora narrowband modem (e.g., a dial-up modem). Although it is shown asbeing a separate component in FIG. 1, the network interface unit 18 maybe integrated into the computing device 16 (e.g., it may be a cardinternal to the computing device 16).

The communication link 20 may traverse one or more network componentsand comprise one or more physical links and one or more logical links.For example, the communication link 20 may comprise a physical link 17between the network interface unit 18 and a network component 21. Thephysical link 17 may comprise a copper twisted pair, a coax cable, anEthernet link, a fiber optic link (e.g., fiber to the premises (FTTP)),a wireless link, a satellite link, or a combination thereof. Dependingon the nature of the physical link 17, the network component 21 may be aDSL access multiplexer (DSLAM), a cable modem termination system (CMTS),or another type of network component. The communication link 20 may alsocomprise a dedicated logical link 19 between the network component 21and another network component 23 that provides access to the publicpacket-switched network 14. For instance, the network component 23 maybe a network access server (NAS), a router, etc. It will be appreciatedthat the communication link 20 may take on many forms in variousembodiments.

While in this embodiment the communication apparatus 12 comprises thecomputing device 16 and the network interface unit 18, it will beappreciated that the communication apparatus 12 may comprise othercomponents in other embodiments.

In order to exchange data with the public packet-switched network 14,the communication apparatus 12 is assigned a logical identifier. Thelogical identifier, which may be assigned to the computing device 16 orthe network interface unit 18, may be an Internet Protocol (IP) address(e.g., in compliance with IPv4 or IPv6) or a proprietary address. Thelogical identifier may be statically assigned to the communicationapparatus 12 in which case it does not change over time (e.g., a staticIP address). Alternatively, the logical identifier may be dynamicallyassigned to the communication apparatus 12 in which case it may changeover time (e.g., a dynamic IP address).

The logical identifier may be assigned to the communication apparatus 12by a network component that is part of the communication link 20 (e.g.,the network component 23 in embodiments where it is a network accessserver). This network component may assign the logical identifier to thecommunication apparatus 12 when the communication apparatus 12 isactivated (e.g., when the network interface unit 18 and/or the computingdevice 16 is/are powered-up) or otherwise regains network connectivityand/or at certain time intervals which may range from an hour or less toseveral months or more. For instance, in embodiments where the logicalidentifier is a dynamic IP address, the network component assigning thedynamic IP address to the communication apparatus 12 may do so inaccordance with the Dynamic Host Configuration Protocol (DHCP) using apool of IP addresses accessible to that network component. It will berecognized that assignment of the logical identifier to thecommunication apparatus 12 may be effected in various ways in variousembodiments.

As mentioned previously, the user 10 can use the communication apparatus12 to access and interact with network sites of the publicpacket-switched network 14. These network sites are implemented byservers 30 ₁ . . . 30 _(N) connected to the public packet-switchednetwork 14. The servers 30 ₁ . . . 30 _(N) and the network sites thatthey implement are operated, managed or otherwise associated withvarious entities, including, for example, corporations, governmentalorganizations, non-profit organizations, and individuals.

Each of the servers 30 ₁ . . . 30 _(N) comprises suitable hardware,firmware, software, control logic, or a combination thereof forimplementing a plurality of functional elements, including an interfaceand a processing unit. The interface of each of the servers 30 ₁ . . .30 _(N) is adapted to receive and send data (e.g., in the form ofmessages) from and to communication apparatuses (such as thecommunication apparatus 12) connected to the public packet-switchednetwork 14 as well as other components (e.g., computers or databases)communicatively coupled to that server but not necessarily connected tothe network 14. The processing unit of each of the servers 30 ₁ . . . 30_(N) is adapted to effect various processing operations to implementthat server's functionality.

When the user 10 uses the communication apparatus 12 to access a networksite implemented by a server 30 _(n) (1≦n≦N), the network browserimplemented by the computing device 16 interacts with the server 30 _(n)in order to allow the user 10 to view, hear or otherwise be presentedwith online content via the display and/or one or more other outputdevices of the computing device 16. While interacting with the networksite, the user 10 may also input information (e.g., by entering text,selecting an option, etc.) and/or one or more commands (e.g., byclicking on a graphical button or a hyperlink) via the at least oneinput device of the computing device 16.

The online content presented to the user 10 when he/she accesses orinteracts with the network site implemented by the server 30 _(n)comprises various online content elements. An online content element caninclude any information visually and/or aurally presentable to the user10 when he/she accesses or interacts with the network site. For example,an online content element may include text, one or more images, one ormore videos, one or more sounds, one or more animations, one or morehyperlinks, one or more links to downloadable files, one or moreinteractive features (e.g., games, maps, etc.), and/or other informationthat can be presented to the user 10 when he/she accesses or interactswith the network site. In some cases, an online content element mayconstitute an entire online page (e.g, web page), while in other casesit may constitute a portion (e.g., text, an image, a video, and/orsound) of such a page. Also, in some cases, an online content elementmay be part of a window containing a currently-displayed page of thenetwork site, while in other cases it may be part of another window(e.g., a pop-up window) that is separate from the window containing thecurrently-displayed page of the network site.

Also, the online content presented to the user 10 when he/she accessesor interacts with the network site implemented by the server 30 _(n)comprises primary content and possibly advertising content.

The primary content serves to provide a primary function of the networksite implemented by the server 30 _(n). For example: where the networksite is a search engine site, the primary content serves to providesearching functionality and search results to the user 10; where thenetwork site is a commercial site associated with a company, the primarycontent serves to provide information on the company or its productsand/or services; where the network site is a personal site associatedwith a person, the primary content serves to provide information on theperson; where the network site is a news site, the primary contentserves to provide news; where the network site is a map and/ordirections site, the primary content serves to provide maps and/ordirections; etc.

The advertising content, if any, serves to provide one or more onlineadvertisements. Each online advertisement is a paid online announcementdesigned to attract public attention to promote, for instance, an entity(e.g., a company or other organization), a product, a service, or anevent. For example, an online advertisement may be a banner ad, avertical banner ad, a skyscraper ad, a pop-up ad, a pop-under ad, aninterstitial ad, a floating ad, an expanding ad, a trick banner ad, avideo ad, or any other type of online ad.

Thus, online content elements presented to the user 10 when he/sheaccesses or interacts with the network site implemented by the server 30_(n) comprise one or more primary content elements, and possibly one ormore advertising content elements forming one or more onlineadvertisements.

Sometimes, while he/she uses the communication apparatus 12 to interactwith the network site implemented by the server 30 _(n), the user 10 mayclick on a hyperlink that results in the communication apparatus 12accessing a network site implemented by another one of the servers 30 ₁. . . 30 _(N), in which case the network browser implemented by thecomputing device 16 interacts with the other one of the servers 30 ₁ . .. 30 _(N) in order to allow the user 10 to be presented with otheronline content that comprises other online content elements. Similarly,in some situations, upon accessing the network site implemented by theserver 30 _(n), the server 30 _(n) may automatically redirect thecommunication apparatus 12 to access a network site implemented byanother one of the servers 30 ₁ . . . 30 _(N), in which case the networkbrowser implemented by the computing device 16 interacts with the otherone of the servers 30 ₁ . . . 30 _(N) in order to allow the user 10 tobe presented with other online content that comprises other onlinecontent elements.

Accordingly, as the user 10 uses the communication apparatus 12 toaccess and interact with network sites implemented by the servers 30 ₁ .. . 30 _(N), he/she is presented with various online content elements.

When the user 10 uses the communication apparatus 12 to access andinteract with the network site implemented by the server 30 _(n), eachof the online content elements presented at the communication apparatus12 is determined and provided by the server 30 _(n), an ad server 51associated with the server 30 _(n), or another network component 49(e.g., a media server providing pictures, videos, audio clips, and/orother media) external to the server 30 _(n) but linked thereto orotherwise associated therewith. Communication between the communicationapparatus 12 and the ad server 51 and/or the network component 49 maytake place over a link established over the public packet-switchednetwork 14 and possibly another network. Typically, the one or moreprimary content elements presented at the communication apparatus 12 aredetermined and provided by the server 30 _(n), although in certain casesone or more of these primary content elements may be determined andprovided by the network component 49. For their part, the one or moreadvertising content elements (forming one or more online advertisements)presented at the communication apparatus 12, if any, are typicallydetermined and provided by the ad server 51.

The ad server 51 comprises suitable hardware, firmware, software,control logic, or a combination thereof for implementing a plurality offunctional elements, including an interface and a processing unit. Theinterface of the ad server 51 is adapted to receive and send data (e.g.,in the form of messages) from and to servers, other computers and/orother components (e.g., databases). The processing unit of the ad server51 is adapted to effect various processing operations to implement thatserver's functionality. Although it is shown as a component distinctfrom the server 30 _(n), in some embodiments, the ad server 51 may bemanaged by an entity operating the server 30 _(n). In particular, insome embodiments, the ad server 51 and the server 30 _(n) may beimplemented by a common computing system.

Similarly, the network component 49 comprises suitable hardware,firmware, software, control logic, or a combination thereof forimplementing a plurality of functional elements, including an interfaceand a processing unit. The interface of the network component 49 isadapted to receive and send data (e.g., in the form of messages) fromand to servers, other computers and/or other components (e.g.,databases). The processing unit of the network component 49 is adaptedto effect various processing operations to implement that component'sfunctionality.

With continued reference to FIG. 1, in accordance with an embodiment ofthe present invention, there is provided a network component 34,hereinafter referred to as a “profile information server”, which caninteract with the server 30 _(n), the ad server 51 and/or the networkcomponent 49 in order to facilitate determination of one or more onlinecontent elements to be presented at the communication apparatus 12 whenthe user 10 accesses or interacts with the network site implemented bythe server 30 _(n). As further discussed below, the profile informationserver 34 allows information pertaining to a profile that is associatedwith the logical identifier assigned to the communication apparatus 12to be used in order to determine one or more online content elements tobe presented at the communication apparatus 12 when it is used by theuser 10 to access or interact with the network site implemented by theserver 30 _(n).

More particularly, the profile information server 34 has access to aprofile information database 36. In some embodiments, the profileinformation server 34 and the profile information database 36 may bepart of separate network components and communicatively coupled to oneanother via a communication link, which may traverse one or more networkcomponents and comprise one or more physical links and one or morelogical links. In other embodiments, the profile information server 34and the profile information database 36 may be part of a common networkcomponent. In yet other embodiments, the profile information database 36may be distributed amongst a plurality of network components and/orphysical locations.

Referring additionally to FIG. 2, there is shown an example of potentialcontents of the profile information database 36. In this example, theprofile information database 36 stores a plurality of records 40 ₁ . . .40 _(M). Each of the records 40 ₁ . . . 40 _(M) associates a profile toa logical identifier assigned to a communication apparatus (such as thelogical identifier assigned to the communication apparatus 12).

The profile in a record 40 _(m) (1≦m≦M) includes information known to aservice provider involved in assigning the logical identifier that isassociated with that profile. The service provider may be an accessservice provider (ASP, also sometimes called a regional access networkprovider (RANP)) that may or may not be an internet service provider(ISP). For example, the information in the record 40 _(m) may includeone or more of:

-   -   Personal information regarding a party to which the service        provider provides a network access service. For instance, this        personal information may include a name, a gender, a date of        birth or an age, a nationality, a correspondence language, a        civic address (e.g., a residential or work address), a phone        number (e.g., a residential, work, VoIP or mobile phone number),        an email address, an instant messaging (IM) identifier, and/or        financial information (e.g., credit or debit card information,        bank account information, or other information used to pay for        the network access service) of the party. Other personal        information regarding the party may be included in the record.        Also, in some cases, the party may be more than one person, in        which cases the record 40 _(m) may include personal information        regarding each such person. The personal information regarding        the party may be included in the record 40 _(m) as a result of        interaction between the party and the service provider (e.g.,        during a registration or service activation phase where the        record 40 _(m) is created).    -   Location information regarding the communication apparatus to        which is assigned the logical identifier in the record 40 _(m).        This location information specifies a physical location of the        communication apparatus to which is assigned the logical        identifier in the record 40 _(m) is located.

For example, in some embodiments, the location information may specify alocation of a service point where the communication apparatus to whichis assigned the logical identifier in the record 40 _(m) is located. The“service point” refers to a physical point where the service providerprovides a network access service to an end-user (such as the user 10)of the communication apparatus to which is assigned the logicalidentifier in the record 40 _(m). For example, the service point may bea house or other building (or an area thereof). The location of theservice point, which is hereinafter referred to as the “service pointlocation”, may be expressed as a civic address (e.g., a serviceaddress), a set of geo-coordinates, or any other information identifyingwhere the service point is located.

-   -   In other embodiments, the location information may specify a        current position of the communication apparatus to which is        assigned the logical identifier in the record 40 _(m), as        detected or measured by other means (e.g., triangulation).    -   Still other forms of location information may be included in the        record 40 _(m) in other embodiments.    -   Presence information regarding a party to which the service        provider provides a network access service. For instance, this        presence information may include a presence state (e.g., online,        offline, away, busy, etc.) indicative of an ability and        willingness of the party to communicate. Also, in some cases,        the party may be more than one person, in which cases the record        40 _(m) may include presence information regarding each such        person; and/or    -   A bandwidth available to the communication apparatus to which is        assigned the logical identifier in the record 40 _(m).

This example of information potentially included in a profile ispresented for illustrative purposes only and should not be consideredlimiting in any respect. Generally, a profile that is associated with agiven logical identifier assigned to a communication apparatus caninclude any information known to a service provider involved inassigning the given logical identifier to the communication apparatus.

An example process by which the profile information database 36 may bepopulated is described later on. For now, suffice it to say that theprofile information database 36 stores the records 40 ₁ . . . 40 _(M)that associate profiles to logical identifiers.

The profile information server 34 is operative to use informationincluded in the profile information database 36 in order to assist theserver 30 _(n), the ad server 51 and/or the network component 49 indetermining one or more online content elements to be presented at thecommunication apparatus 12 when it is used by the user 10 to access orinteract with the network site implemented by the server 30 _(n). Tothat end, the profile information server 34 comprises suitable hardware,firmware, software, control logic, or a combination thereof forimplementing a plurality of functional elements, including an interfaceand a processing unit. The interface of the profile information server34 is adapted to receive and send data (e.g., in the form of messages)from and to the server 30 _(n), the ad server 51 and/or the networkcomponent 49, and possibly other servers, computers and/or othercomponents (e.g., databases) communicatively coupled to the profileinformation server 34 via communication links (not shown) that may beestablished over the public packet-switched network 14 and/or anothernetwork and that may traverse one or more network components andcomprise one or more physical links and one or more logical links. Theprocessing unit of the profile information server 34 is adapted toeffect various processing operations to implement that server'sfunctionality.

Operation of, and interaction between, the profile information server34, the server 30 _(n), the ad server 51, and/or the network component49 will now be illustrated in the context of an example where the user10 uses the communication apparatus 12 to access and interact with thenetwork site implemented by the server 30 _(n).

Referring to FIG. 3, the user 10 uses the computing device 16 of thecommunication apparatus 12 in order to access the network siteimplemented by the server 30 _(n). This may involve the user 10 enteringin the browser implemented by the computing device 16 a domain name thatis associated with the network site implemented by the server 30 _(n),or clicking on a hyperlink that is present on a page currently displayedby the browser and that identifies the network site implemented by theserver 30 _(n).

In response to this input by the user 10, the communication apparatus 12proceeds to access the network site implemented by the server 30 _(n).More particularly, possibly after interacting with a domain name server(DNS) to obtain a logical identifier (e.g., an IP address) associatedwith the server 30 _(n), the communication apparatus 12 transmits data102 to the server 30 _(n). The data 102 conveys the logical identifierassigned to the communication apparatus 12 and serves to request onlinecontent associated with the network site implemented by the server 30_(n).

Upon receiving the data 102, the server 30 _(n) processes it so as tocause the communication apparatus 12 to present online content elementsassociated with the network site implemented by the server 30 _(n). Forinstance, the online content elements to be presented at thecommunication apparatus 12 may form a page of the network siteimplemented by the server 30 _(n).

Thus, upon processing the data 102, and based on the logical identifierassigned to the communication apparatus 12, the server 30 _(n) sends tothe communication apparatus 12 data 104 to cause the communicationapparatus 12 to present the online content elements associated with thenetwork site implemented by the server 30 _(n). More particularly, thedata 104, when processed by the browser implemented by the computingdevice 16, enables the computing device 16 to present the online contentelements associated with the network site implemented by the server 30_(n). For example, the data 104 may represent a hypertext markuplanguage (HTML) file including portions (e.g., tags) that allow thebrowser implemented by the computing device 16 to present the onlinecontent elements associated with the network site implemented by theserver 30 _(n). In other examples, the data 104 may convey the onlinecontent elements themselves or redirect the browser implemented by thecomputing device 16 to another network site from which may be obtainedthe online content elements.

For purposes of this example, it is assumed that, in addition to one ormore primary content elements of the network site implemented by theserver 30 _(n), the online content elements to be presented to the user10 at the communication apparatus 12 include an advertising contentelement forming an online advertisement, where this online advertisementis to be selected by the ad server 51. As such, the data 104 conveys apointer to the ad server 51 in order to allow the communicationapparatus 12 to present the advertising content element forming theonline advertisement to be selected by the ad server 51. On a basis ofthis pointer, the browser implemented by the computing device 16 sendsdata 106 to the ad server 51. The data 106 conveys the logicalidentifier assigned to the communication apparatus 12 and serves torequest the advertising content element forming the online advertisementto be selected by the ad server 51.

Upon receiving the data 106, the ad server 51 processes it so as todetermine the advertising content element forming the onlineadvertisement to be presented at the communication apparatus 12. Thisdetermination may involve the ad server 51 selecting the onlineadvertisement to be presented at the communication apparatus 12 from anumber of available online advertisements. The ad server 51 may proceedto make this determination based on various factors, such as businessrules or agreements between advertisers and an entity operating thenetwork site implemented by the server 30 _(n), online behavior of theuser 10 (i.e., behavioral targeting), a geographic location (e.g., acountry or city) of the user 10, primary content of the network siteimplemented by the server 30 _(n) (i.e., contextual targeting), etc.

As part of its operation, and in accordance with an embodiment of thepresent invention, the ad server 51 interacts with the profileinformation server 34 in order to determine the online advertisement tobe presented at the communication apparatus 12 based (at least in part)on certain information included in a profile that is associated with thelogical identifier assigned to the communication apparatus 12 and thatis in the profile information database 36. For purposes of this example,it is assumed that the certain information is a service point locationof the communication apparatus 12, i.e., a location of a service pointwhere a service provider provides a network access service to the user10 of the communication apparatus 12. For example, the service point maybe a house or other building (or an area thereof) in which thecommunication apparatus 12 is located, and the service point locationmay be expressed as a civic address, a set of geo-coordinates, or anyother information specifying where this house or other building islocated.

Thus, the ad server 51 proceeds to transmit data 108 to the profileinformation server 34. The data 108 conveys the logical identifierassigned to the communication apparatus 12 (and conveyed by the data106) and serves to request from the profile information server 34 aservice point location associated with this logical identifier, i.e.,the service point location of the communication apparatus 12.

Upon receiving the data 108, the profile information server 34 processesit. More particularly, the profile information server 34 extracts thelogical identifier assigned to the communication apparatus 12 andconveyed by the data 108, and consults the profile information database36 in an attempt to find a particular one of the records 40 ₁ . . . 40_(M) that corresponds to this logical identifier.

If the profile information server 34 is unable to find a particular oneof the records 40 ₁ . . . 40 _(M) that corresponds to the logicalidentifier assigned to the communication apparatus 12 and conveyed bythe data 108, the profile information server 34 may send to the adserver 51 data (not shown) indicating that no profile associated withthis logical identifier, and thus no service point location included insuch profile, can be found. Upon receiving this data, the ad server 51may proceed to determine the online advertisement to be presented at thecommunication apparatus 12 based on other factors, without knowing theservice point location of the communication apparatus 12.

For purposes of this example, assume that a particular one of therecords 40 ₁ . . . 40 _(m) corresponds to the logical identifierassigned to the communication apparatus 12 and conveyed by the data 108.The profile information server 34 thus finds the particular one of therecords 40 ₁ . . . 40 _(M), which associates the logical identifierassigned to the communication apparatus 12 (and conveyed by the data108) to a profile including information known to the service providerinvolved in assigning the logical identifier to the communicationapparatus 12. This information includes the service point location ofthe communication apparatus 12. Based on the data 108, which requeststhe service point location of the communication apparatus 12, theprofile information server 34 obtains from the particular one of therecords 40 ₁ . . . 40 _(M) the service point location of thecommunication apparatus 12.

The profile information server 34 proceeds to send data 110 to the adserver 51, the data 110 conveying the service point location of thecommunication apparatus 12. In some cases, the data 110 may be encryptedby the profile information server 34 prior to being transmitted to thead server 51. This encryption may be effected using any suitableencryption technique (e.g., the Secure Socket Layer (SSL) protocol) byvirtue of interaction between the profile information server 34 and thead server 51.

Upon receiving the data 110, the ad server 51 processes the data 110(possibly decrypting it) in order to obtain the service point locationof the communication apparatus 12. On a basis of the service pointlocation of the communication apparatus 12 and possibly otherinformation (e.g., business rules or agreements between advertisers andthe entity operating the network site implemented by the server 30 n,the online behavior of the user 10, etc.), the ad server 51 proceeds todetermine the advertising content element forming the onlineadvertisement to be presented at the communication apparatus 12. Thatis, the ad server 51 uses the service point location of thecommunication apparatus 12 as a factor to determine the onlineadvertisement to be presented at the communication apparatus 12.

For example, where the online advertisement to be presented at thecommunication apparatus 12 is to be selected from a number of availableonline advertisements for different stores, restaurants or othercommercial establishments, the ad server 51 may select the onlineadvertisement to be presented at the communication apparatus 12 suchthat it advertises the store, restaurant or other commercialestablishment which is closest to the service point location of thecommunication apparatus 12. As another example, where the onlineadvertisement to be presented at the communication apparatus 12 is to beselected from a number of available online advertisements for a companyor a product or service offered thereby, the ad server 51 may select theonline advertisement to be presented at the communication apparatus 12such that it advertises the company, product or service along with abranch, authorized distributor or other place that provides the productor service and that is closest to the service point location of thecommunication apparatus 12. As yet another example, where thecommunication apparatus 12 is located at premises with a specificgeographic condition, the ad server 51 may select the onlineadvertisement to be presented at the communication apparatus 12 suchthat it advertises a product or service that is more likely to be ofpotential interest to a party (such as the user 10) located at a placewith this specific geographic condition than to a party located at aplace which does not have this specific geographic condition (e.g.,where the communication apparatus 12 is located on a waterfrontproperty, the ad server 51 may select the online advertisement to bepresented at the communication apparatus 12 such that it advertises aboat, boating equipment or a service related to boats).

It will be appreciated that these examples are presented forillustrative purposes only as the ad server 51 can use the service pointlocation of the communication apparatus 12 in various other ways todetermine the online advertisement to be presented at the communicationapparatus 12. It will also be appreciated that the service pointlocation of the communication apparatus 12 may be one of several factorsthat are taken into consideration by the ad server 51 in determining theonline advertisement to be presented at the communication apparatus 12.

Upon determining the online advertisement to be presented at thecommunication apparatus 12, the ad server 51 sends data 112 to thecommunication apparatus 12 to cause the communication apparatus 12 topresent the advertising content element forming the online advertisementselected by the ad server 51. More particularly, the data 112, whenprocessed by the browser implemented by the computing device 16, enablesthe computing device 16 to present the advertising content elementforming the online advertisement selected by the ad server 51.

In one embodiment, the data 112 may represent a HTML file including aportion (e.g., a tag) that allows the browser implemented by thecomputing device 16 to present the advertising content element formingthe online advertisement selected by the ad server 51. For instance, theHTML file may identify a location where resides data (e.g., a file orother document) representing the advertising content element that formsthe online advertisement selected by the ad server 51. For purposes ofthis example, it is assumed that the data representing the advertisingcontent element that forms the online advertisement selected by the adserver 51 resides on a network component 71 (e.g., a media or creativeserver). In some cases, the data representing the advertising contentelement that forms the online advertisement selected by the ad server 51may reside on the ad server 51 or a component (e.g., a database)connected thereto. The online advertisement may be a banner ad, avertical banner ad, a skyscraper ad, a pop-up ad, a pop-under ad, aninterstitial ad, a floating ad, an expanding ad, a trick banner ad, avideo ad, or any other type of online advertisement.

When it receives the data 112, the communication apparatus 12 processesthe data 112 and identifies the network component 71 where resides theadvertising content element that forms the online advertisement selectedby the ad server 51. The communication apparatus 12 proceeds to senddata 114 to the network component 71. The data 114 conveys the logicalidentifier assigned to the communication apparatus 12 and serves torequest the advertising content element forming the online advertisementselected by the ad server 51.

Upon receiving the data 114, the network component 71 processes it andproceeds to transmit to the communication apparatus 12 data 116representing the advertising content element forming the onlineadvertisement selected by the ad server 51.

By processing the data 116 received from the network component 71 andthe data 104 received from the server 30 _(n), the browser implementedby the computing device 16 causes the display and/or one or more otheroutput devices of the computing device 16 to present the online contentelements associated with the network site implemented by the server 30_(n), including the one or more primary content elements of the networksite implemented by the server 30 _(n) and the online advertisementselected by the ad server 51.

It will thus be appreciated that, as the online advertisement presentedto the user 10 is selected by the ad server 51 taking into account theservice point location of the communication apparatus 12, this onlineadvertisement may be targeted in a precise manner that is unachievableusing other techniques. More particularly, as it is determined based oninformation known to the service provider involved in assigning thelogical identifier to the communication apparatus 12, in this case, theservice point location of the communication apparatus 12, the onlineadvertisement presented to the user 10 may be targeted in terms ofspatial location with a degree of precision that is much greater thanthat of other techniques. This may result in the online advertisementpresented to the user 10 having a greater potential for being clickedon, selected or otherwise acted upon by the user 10 and, hence, having agreater effectiveness.

While the above-described example illustrates one possible manner ofusing the service point location included in the profile that isassociated with the logical identifier assigned to the communicationapparatus 12 (and that is in the profile information database 36) inorder to determine the online advertisement to be presented at thecommunication apparatus 12, it will be appreciated that use of thisservice point location may be effected in various other manners in otherembodiments.

For example, FIG. 4 illustrates an alternative embodiment. In thisembodiment, the network component 23 in the communication link 20linking the communication apparatus 12 to the public packet-switchednetwork 14 monitors network sites that are accessed by the communicationapparatus 12.

As described in the previous example, in response to the user 10 usingthe computing device 16 to input information for accessing the networksite implemented by the server 30 _(n) (e.g., by entering in the browserimplemented by the computing device 16 a domain name that is associatedwith the network site implemented by the server 30 _(n), or clicking ona hyperlink that is present on a page currently displayed by the browserand that identifies the network site implemented by the server 30 _(n)),the communication apparatus 12 proceeds to access the network siteimplemented by the server 30 _(n). More particularly, the communicationapparatus 12 transmits the data 102 to the server 30 _(n), the data 102conveying the logical identifier assigned to the communication apparatus12 and serving to request online content associated with the networksite implemented by the server 30 _(n). As the data 102 is destined forthe server 30 _(n), it also conveys as its destination a logicalidentifier (e.g., an IP address) associated with the server 30 _(n).

In this example, based on the data 102 that passes therethrough, thenetwork component 23, which monitors network sites that are accessed bythe communication apparatus 12, detects that the communication apparatus12 accesses the network site implemented by the server 30 _(n). Forpurposes of this example, it is assumed that the network siteimplemented by the server 30 _(n) is a trusted network site, i.e., anetwork site that is trusted by the service provider operating thenetwork component 23. For instance, the network site implemented by theserver 30 _(n) may be owned, managed or otherwise controlled by areputable or well-established company or other entity that is trusted bythe service provider operating the network component 23. In some cases,this trust relationship may be established based on an agreement betweenthe service provider operating the network component 23 and the entitycontrolling the network site implemented by the server 30 _(n).

Upon determining that the network site implemented by the server 30 _(n)is a trusted network site, the network component 23 proceeds to senddata 202 to the profile information server 34. The data 202 conveys thelogical identifier assigned to the communication apparatus 12 and thelogical identifier associated with the network server 30 _(n) (bothconveyed by the data 102), and serves to command the profile informationserver 34 to transmit to the server 30 _(n) certain information includedin a profile that is associated with the logical identifier assigned tothe communication apparatus 12 and that is in the profile informationdatabase 36. For purposes of this example, it is assumed that thecertain information is the service point location of the communicationapparatus 12.

Upon receiving the data 202, the profile information server 34 processesit. More particularly, the profile information server 34 extracts thelogical identifier assigned to the communication apparatus 12 andconveyed by the data 202, and consults the profile information database36 in an attempt to find a particular one of the records 40 ₁ . . . 40_(M) that corresponds to this logical identifier.

If the profile information server 34 is unable to find a particular oneof the records 40 ₁ . . . 40 _(M) that corresponds to the logicalidentifier assigned to the communication apparatus 12 and conveyed bythe data 202, the profile information server 34 may send to the server30 _(n) data (not shown) indicating that no profile associated with thislogical identifier, and thus no service point location included in suchprofile, can be found. Upon receiving this data, the server 30 _(n) mayproceed with its processing operations without knowing the service pointlocation of the communication apparatus 12.

For purposes of this example, assume that a particular one of therecords 40 ₁ . . . 40 _(M) corresponds to the logical identifierassigned to the communication apparatus 12 and conveyed by the data 202.The profile information server 34 thus finds the particular one of therecords 40 ₁ . . . 40 _(M), which associates the logical identifierassigned to the communication apparatus 12 (and conveyed by the data202) to a profile including information known to the service providerinvolved in assigning the logical identifier to the communicationapparatus 12. This information includes the service point location ofthe communication apparatus 12. Based on the data 202, which specifiesthat the service point location of the communication apparatus 12 is tobe transmitted to the server 30 _(n), the profile information server 34obtains from the particular one of the records 40 ₁ . . . 40 _(M) theservice point location of the communication apparatus 12.

The profile information server 34 proceeds to send data 204 to theserver 30 _(n), the data 204 conveying the service point location of thecommunication apparatus 12. In some cases, the data 204 may be encryptedby the profile information server 34 prior to being transmitted to theserver 30 _(n). This encryption may be effected using any suitableencryption technique (e.g., SSL protocol) by virtue of interactionbetween the profile information server 34 and the server 30 _(n).

Upon receiving the data 102 from the communication apparatus 12 and thedata 204 from the profile information server 34, the server 30 _(n)processes the data 102 and the data 204 (possibly decrypting it) so asto cause the communication apparatus 12 to present online contentelements associated with the network site implemented by the server 30_(n). For instance, the online content elements to be presented at thecommunication apparatus 12 may form a page of the network siteimplemented by the server 30 _(n).

Based on the logical identifier assigned to the communication apparatus12, the server 30 _(n) sends to the communication apparatus 12 data 104*to cause the communication apparatus 12 to present the online contentelements associated with the network site implemented by the server 30_(n). More particularly, the data 104*, when processed by the browserimplemented by the computing device 16, enables the computing device 16to present the online content elements associated with the network siteimplemented by the server 30 _(n). For example, the data 104* mayrepresent a HTML file including portions (e.g., tags) that allow thebrowser implemented by the computing device 16 to present the onlinecontent elements associated with the network site implemented by theserver 30 _(n).

For purposes of this example, it is assumed that, in addition to one ormore primary content elements of the network site implemented by theserver 30 _(n), the online content elements to be presented to the user10 at the communication apparatus 12 include an advertising contentelement forming an online advertisement, where this online advertisementis to be selected by the ad server 51. As such, the data 104* conveys apointer to the ad server 51 in order to allow the communicationapparatus 12 to present the advertising content element forming theonline advertisement to be selected by the ad server 51. Also, in thisembodiment, the data 104* is generated by the server 30 _(n) so that itconveys information dependent on the service point location of thecommunication apparatus 12. More specifically, in this embodiment, theinformation dependent on the service point location of the communicationapparatus 12 is the service point location itself. In other embodiments,the information dependent on the service point location of thecommunication apparatus 12 may be other information that is included inthe data 104* by the server 30 _(n) on a basis of the service pointlocation of the communication apparatus 12 (e.g., a code to be used bythe ad server 51 in determining the online advertisement to be presentedat the communication apparatus 12).

Upon receiving the data 104*, and using the pointer to the ad server 51and the service point location of the communication apparatus 12 (bothconveyed by the data 104*), the browser implemented by the computingdevice 16 sends data 106* to the ad server 51. The data 106* conveys thelogical identifier assigned to the communication apparatus 12 and theservice point location of the communication apparatus 12, and serves torequest the advertising content element forming the online advertisementto be selected by the ad server 51.

Upon receiving the data 106*, the ad server 51 processes it so as todetermine the advertising content element forming the onlineadvertisement to be presented at the communication apparatus 12. Thisdetermination may involve the ad server 51 selecting the onlineadvertisement to be presented at the communication apparatus 12 from anumber of available online advertisements. The ad server 51 may proceedto make this determination based on various factors, such as businessrules or agreements between advertisers and an entity operating thenetwork site implemented by the server 30 _(n), online behavior of theuser 10 (i.e., behavioral targeting), a geographic location (e.g., acountry) of the user 10, primary content of the network site implementedby the server 30 _(n) (i.e., contextual targeting), etc.

More specifically, in this example, the ad server 51 proceeds todetermine the advertising content element forming the onlineadvertisement to be presented at the communication apparatus 12 based onthe service point location of the communication apparatus 12 (conveyedby the data 106*) and possibly other information (e.g., business rulesor agreements between advertisers and the entity operating the networksite implemented by the server 30 n, the online behavior of the user 10,etc.). That is, the ad server 51 uses the service point location of thecommunication apparatus 12 as a factor to determine the onlineadvertisement to be presented at the communication apparatus 12.

For example, where the online advertisement to be presented at thecommunication apparatus 12 is to be selected from a number of availableonline advertisements for different stores, restaurants or othercommercial establishments, the ad server 51 may select the onlineadvertisement to be presented at the communication apparatus 12 suchthat it advertises the store, restaurant or other commercialestablishment which is closest to the service point location of thecommunication apparatus 12. As another example, where the onlineadvertisement to be presented at the communication apparatus 12 is to beselected from a number of available online advertisements for a companyor a product or service offered thereby, the ad server 51 may select theonline advertisement to be presented at the communication apparatus 12such that it advertises the company, product or service along with abranch, authorized distributor or other place that provides the productor service and that is closest to the service point location of thecommunication apparatus 12. As yet another example, where thecommunication apparatus 12 is located at premises with a specificgeographic condition, the ad server 51 may select the onlineadvertisement to be presented at the communication apparatus 12 suchthat it advertises a product or service that is more likely to be ofpotential interest to a party (such as the user 10) located at a placewith this specific geographic condition than to a party located at aplace which does not have this specific geographic condition (e.g.,where the communication apparatus 12 is located on a waterfrontproperty, the ad server 51 may select the online advertisement to bepresented at the communication apparatus 12 such that it advertises aboat, boating equipment or services related to boats).

It will be appreciated that these examples are presented forillustrative purposes only as the ad server 51 can use the service pointlocation of the communication apparatus 12 in various other ways todetermine the online advertisement to be presented at the communicationapparatus 12. It will also be appreciated that the service pointlocation of the communication apparatus 12 may be one of several factorsthat are taken into consideration by the ad server 51 in determining theonline advertisement to be presented at the communication apparatus 12.

Upon determining the online advertisement to be presented at thecommunication apparatus 12, the ad server 51 sends data 112 to thecommunication apparatus 12 to cause the communication apparatus 12 topresent the advertising content element forming the online advertisementselected by the ad server 51.

This example then proceeds as described above in connection with FIG. 3,leading to the browser implemented by the computing device 16 processingthe data 116 received from the network component 71 and the data 104*received from the server 30 _(n), so as to cause the display and/or oneor more other output devices of the computing device 16 to present theonline content elements associated with the network site implemented bythe server 30 _(n), including the one or more primary content elementsof the network site implemented by the server 30 _(n) and the onlineadvertisement selected by the ad server 51.

Although in the above-described examples an advertising content elementforming an online advertisement to be presented at the communicationapparatus 12 is determined based on the service point location of thecommunication apparatus 12, it will be appreciated that a primarycontent element of the network site implemented by the server 30 _(n) tobe presented at the communication apparatus 12 may be determined by theserver 30 _(n) (and/or the network component 49) using principlesdescribed herein. For example: where the network site provides an onlinemap and/or directions feature, a primary content element conveying acurrent or starting point in the online map and/or directions featuremay be presented at the communication apparatus 12 by the server 30 _(n)(or the network component 49) based on the service point location of thecommunication apparatus 12; where the network site provides a trafficupdate feature, a primary content element conveying a traffic level maybe presented at the communication apparatus 12 by the server 30 _(n) (orthe network component 49) based on the service point location of thecommunication apparatus 12; where the network site is a search enginesite, a primary content element conveying search results may bepresented at the communication apparatus 12 by the server 30 _(n) (orthe network component 49) in response to a query made by the user 10,based on the service point location of the communication apparatus 12;etc. These examples are presented for illustrative purposes only asvarious other primary content elements of the network site implementedby the server 30 _(n) that are to be presented at the communicationapparatus 12 may be determined by the server 30 _(n) (and/or the networkcomponent 49) using principles described herein.

In addition, while embodiments considered above relate to determining anonline content element to be presented at the communication apparatus 12based on the service point location of the communication apparatus 12,it is to be understood that, in other embodiments, one or more onlinecontent elements to be presented at the communication apparatus 12 maybe determined by the server 30 _(n), the ad server 51 and/or the networkcomponent 49 based on other location information regarding thecommunication apparatus 12 which may be included in the profile that isassociated with the logical identifier assigned to the communicationapparatus 12 and that is contained in the profile information database36. Also, in some embodiments, the location information that may beprovided by the profile information server 34 to the server 30 _(n), thead server 51 and/or the network component 49 may not be as precise asthe service point location of the communication apparatus 12. Forexample, where the profile that is associated with the logicalidentifier assigned to the communication apparatus 12 and that iscontained in the profile information database 36 includes locationinformation specifying a civic address of a building or other site atwhich the communication apparatus 12 is located, the profile informationserver 34 may provide to the server 30 _(n), the ad server 51 and/or thenetwork component 49 the civic address in its entirety or only a portionof the civic address (e.g., a city, a postal code, and/or a street). Insome cases, the profile information server 34 may determine a level ofprecision of the location information to be provided to the server 30_(n), the ad server 51 and/or the network component 49 based on a levelof trust associated with the server 30 _(n), the ad server 51 and/or thenetwork component 49.

Furthermore, while embodiments considered above relate to determining anonline content element to be presented at the communication apparatus 12based on location information regarding the communication apparatus 12,it is to be understood that, in other embodiments, one or more onlinecontent elements to be presented at the communication apparatus 12 maybe determined by the server 30 _(n), the ad server 51 and/or the networkcomponent 49 based on various other information included in the profilethat is associated with the logical identifier assigned to thecommunication apparatus 12 and that is contained in the profileinformation database 36. For example, in some embodiments, anadvertising content element forming an online advertisement to bepresented at the communication apparatus 12 may be determined based onpersonal information (e.g., a name, gender, age, nationality, and/orcorrespondence language) included in the profile that is associated withthe logical identifier assigned to the communication apparatus 12 andthat is contained in the profile information database 36. This mayresult in the online advertisement presented to the user 10 beingtargeted in a personal manner and, thus, having a greater effectiveness.As another example, in some embodiments, an online content element to bepresented at the communication apparatus 12 may be determined based onbandwidth information included in the profile that is associated withthe logical identifier assigned to the communication apparatus 12 andthat is contained in the profile information database 36 (e.g., presentan online video if a bandwidth available to the communication apparatus12 permits it or otherwise present another online content element, suchas text or a picture, requiring less bandwidth). This may result in theonline content presented to the user 10 being customized or otherwisetailored based on capacities of the communication apparatus 12, therebyenhancing the user's experience.

Also, although embodiments considered above relate to presenting at thecommunication apparatus 12 an online content element that may constitutea portion of an online page, it is to be understood that, in someembodiments, information included in the profile that is associated withthe logical identifier assigned to the communication apparatus 12 andthat is contained in the profile information database 36 may be used topresent at the communication apparatus 12 an online content element thatconstitutes an entirety of an online page.

For example, in one embodiment, the network site implemented by theserver 30 _(n) may be a generic network site which, upon being accessedby the user 10 of the communication apparatus 12, causes presentation atthe communication apparatus 12 of an online page that is determinedbased on certain information included in the profile that is associatedwith the logical identifier assigned to the communication apparatus 12and that is contained in the profile information database 36. Forinstance, in some cases, the certain information may be the servicepoint location of the communication apparatus 12. In some possibleexamples: the generic network site may be a taxi service site that isidentified using a generic domain name (e.g., www.taxi.com) and that,upon being accessed by the communication apparatus 12, causes thecommunication apparatus 12 to present an online page that is associatedwith a specific taxi company that serves an area corresponding to theservice point location of the communication apparatus 12; the genericnetwork site may be a social networking site (e.g., a blog, a personalinformation sharing site such as Facebook®, etc.) that is identifiedusing a generic domain name (e.g., www.neighborhoodblog.com) and that,upon being accessed by the communication apparatus 12, causes thecommunication apparatus 12 to present an online page directed to socialnetworking content specific to an area corresponding to the servicepoint location of the communication apparatus 12; the generic networksite may be a site on elected representatives (e.g., members of aparliament or house of representatives) that is identified using ageneric domain name (e.g., www.memberofparliament.com) and that, uponbeing accessed by the communication apparatus 12, causes thecommunication apparatus 12 to present an online page directed to aspecific elected representative who is associated with an areacorresponding to the service point location of the communicationapparatus 12; etc.

It is to be understood that these examples are presented forillustrative purposes only as various other types of online pages to bepresented at the communication apparatus 12 may be determined based onthe service point location of the communication apparatus 12.

It is also to be understood that other information included in theprofile that is associated with the logical identifier assigned to thecommunication apparatus 12 and that is contained in the profileinformation database 36 may be used to determine an online page to bepresented at the communication apparatus 12 when the generic networksite implemented by the server 30 _(n) is accessed by the communicationapparatus 12. For example, personal information (e.g., a name, gender,age, nationality, and/or correspondence language) included in theprofile that is associated with the logical identifier assigned to thecommunication apparatus 12 and that is contained in the profileinformation database 36 may be used to determine an online page to bepresented at the communication apparatus 12 when the generic networksite implemented by the server 30 _(n) is accessed by the communicationapparatus 12. For instance, the generic network site may be aninternational company's site that, upon being accessed by thecommunication apparatus 12, causes the communication apparatus 12 topresent an online page containing text in a language corresponding tothe correspondence language specified in the profile that is associatedwith the logical identifier assigned to the communication apparatus 12and that is contained in the profile information database 36. As anotherexample, bandwidth information included in the profile that isassociated with the logical identifier assigned to the communicationapparatus 12 and that is contained in the profile information database36 may be used to determine an online page to be presented at thecommunication apparatus 12 when the generic network site implemented bythe server 30 _(n) is accessed by the communication apparatus 12. Forinstance, the generic network site may, upon being accessed by thecommunication apparatus 12, cause the communication apparatus 12 topresent an online page tailored or otherwise customized on a basis of abandwidth available to the communication apparatus and specified in theprofile that is associated with the logical identifier assigned to thecommunication apparatus 12 and that is contained in the profileinformation database 36.

In some cases, the online page presented at the communication apparatus12 upon accessing the generic network site implemented by the server 30_(n) may be an online page delivered by the server 30 _(n). In othercases, the online page presented at the communication apparatus 12 uponaccessing the generic network site implemented by the server 30 _(n) maybe an online page delivered by another one of the servers 30 ₁ . . . 30_(N) to which the communication apparatus 12 has been redirected by theserver 30 _(n).

While in embodiments previously considered herein certain data isexchanged between various components of the architecture depicted inFIG. 1, it will be appreciated that different data may be exchanged inother embodiments.

Also, while embodiments previously considered herein relate to onlinecontent delivered over the public packet-switched network 14, it will berecognized that principles described herein can be applied to onlinecontent delivered over a private packet-switched network.

Turning now to FIG. 5, an example process by which the profileinformation database 36 may be populated will be described. It isrecalled that the profile information database 36 stores the records 40₁ . . . 40 _(M) that associate logical identifiers to profiles whichinclude information known to one or more service providers involved inassigning these logical identifiers.

This example will illustrate one possible manner by which an associationbetween the logical identifier assigned to the communication apparatus12 and a profile including information known to a service providerinvolved in assigning the logical identifier to the communicationapparatus 12, may be stored in the profile information database 36 aspart of one of the records 40 ₁ . . . 40 _(M).

In this example, a given service provider owning, managing or otherwiseassociated with one or more network components of the communication link20 connecting the communication apparatus 12 to the publicpacket-switched network 14 provides a network access service to a givenparty (who may or may not be the user 10) occupying, owning, managing orotherwise associated with premises where the communication apparatus 12is located. In order to benefit from the network access service, thegiven party has a business relationship with the given service provider.As part of this business relationship, the given party interacts withthe given service provider (e.g., during a registration or serviceactivation phase) to provide personal information regarding itself. Forexample, this personal information may include a name, a gender, a dateof birth or an age, a nationality, a correspondence language, a civicaddress (e.g., a residential or work address), a phone number (e.g., aresidential, work, VoIP or mobile phone number), an email address,and/or an IM identifier of the given party. If the given party is morethan one person, personal information regarding each such person may beprovided. During interaction with the given service provider, the givenparty also indicates a service point location (e.g., a service address)where the network access service is to be delivered, selects a level ofservice to be obtained, provides billing information (e.g., a billingaddress and/or credit card information) to pay for the network accessservice, etc. Interaction between the given party and the given serviceprovider may take place via a customer service representative of thegiven service provider or via a web site implemented by the givenservice provider.

The given service provider stores in the profile information database 36a profile associated with the given party, in which is includedinformation provided by the given party while interacting with the givenservice provider and possibly other information not obtained from thegiven party but pertaining to the network access service provided to thegiven party.

In this example, the infrastructure described above in connection withFIG. 1 comprises an operation support system (OSS) 122. The OSS 122represents a collection of systems that perform management, inventory,engineering, planning, repair and other functions for the given serviceprovider. In this light, one of the functions of the OSS 122 may includemanagement of network components, assets and equipment. Thus, the OSS122 maintains a mapping 124 between, on the one hand, ports of variousaccess multiplexers or other network components under control of thegiven service provider and, on the other, service point locations ofcommunication apparatuses (such as the communication apparatus 12)connected to those ports. In this case, the mapping 124 maintained bythe OSS 122 relates a port 104 of the network component 21 to a servicepoint location, i.e., the location of a service point where thecommunication apparatus 12 is located. As mentioned previously, thisservice point location may be expressed as a civic address, a set ofgeo-coordinates, or any other information identifying where the servicepoint is located.

Also, in this example, the network component 21 of the communicationlink 20 connecting the communication apparatus 12 to the publicpacket-switched network 14 is an access multiplexer under control of thegiven service provider. In one embodiment, the access multiplexer 21 maybe a DSLAM.

The access multiplexer 21 is connected to the network component 23,which, in this embodiment, is a network access server (NAS) operated bythe given service provider. The NAS 23, which may also sometimes bereferred to as a broadband remote access server (BRAS), a remote accessserver (RAS) or a broadband access server (BAS), provides access to thepublic packet-switched network 14. Communication between the accessmultiplexer 21 and the NAS 23 can take place over the dedicated logicallink 19 between these elements. The dedicated logical link 19, which maytraverse an intervening access data network (not shown), can beimplemented in various ways. For example, in one embodiment, thededicated logical link 19 may be implemented as an asynchronous transfermode (ATM) permanent virtual circuit (PVC). In another embodiment, thededicated logical link 19 may be implemented as a virtual local areanetwork (VLAN). It will be appreciated that various otherimplementations of the dedicated logical link 19 are possible.

The access multiplexer 21 allows data arriving from the NAS 23 alonggiven ATM PVCs, VLANs or other dedicated logical links to be sent overcorresponding physical links via corresponding one of its ports, andvice versa. Thus, the access multiplexer 21 can be said to implement amapping 134 between, on the one hand, dedicated logical links and, onthe other, ports of the access multiplexer 21. In this example, themapping 134 implemented by the access multiplexer 21 relates thededicated logical link 19 to the port 104 of the access multiplexer 21.In two example embodiments, the mapping 134 can be maintained by eitherthe access multiplexer 21 or the OSS 122.

The infrastructure shown in FIG. 5 further comprises an authorizationcomponent 142 connected to the NAS 23. The nature of the connectionbetween the NAS 23 and the authorization component 142 is immaterial.For example, in one embodiment, the authorization component 142 may be aserver (e.g., an Authentication, Authorization, and Accounting (AAA)server) responsive to queries from the NAS 23. In such an embodiment,the authorization component 142 and the NAS 23 may communicate using theRemote Authentication Dial In User Service (RADIUS) protocol, adescription of which is available at www.ietf.org/rfc/rfc2865.txt. Inanother embodiment, the authorization component 142 may be a functionalcomponent integrated with the NAS 23.

In this example, the NAS 23 is operative to maintain a pool 127 oflogical identifiers that can be used by various communicationapparatuses, including the communication apparatus 12. In someembodiments, the pool 127 of addresses may be built up as a cooperativeeffort between the NAS 23 and the OSS 122, while in other embodiments,it may not be necessary for the OSS 122 to be involved in creating thepool 127 of logical identifiers. In still other embodiments, the pool127 of logical identifiers may be maintained by the authorizationcomponent 142, and may be made accessible to the authorization component142 without needing to pass through the NAS 23.

The profile information server 34, and the profile information database36 that it has access to, can be linked to other components of theinfrastructure of FIG. 5 in various ways. For example, in oneembodiment, the profile information server 34 may be connected to theNAS 23 by a link 175. In another embodiment, the profile informationserver 34 may be connected to the authorization component 142 by a link177. The nature of the connection between the profile information server34 and either the NAS 23 or the authorization component 142 isimmaterial. In other embodiments, the profile information server 34 maybe part of either the OSS 122, the NAS 23 or the authorization component142.

As previously mentioned, in some embodiments, the profile informationserver 34 and the profile information database 36 may be part ofseparate network components and communicatively coupled to one anothervia a communication link, which may traverse one or more networkcomponents and comprise one or more physical links and one or morelogical links. In other embodiments, the profile information server 34and the profile information database 36 may be part of a common networkcomponent. In yet other embodiments, the profile information database 36may be distributed amongst a plurality of network components and/orphysical locations. Also, it should be appreciated that the profileinformation database 36 may be managed, maintained and/or updated by anentity that may be the given service provider or a different entity.

It will be appreciated that numerous modifications and variations of theinfrastructure of FIG. 5 are possible. For example, in some embodiments,the access multiplexer 21 can be omitted. This may be true inembodiments where the communication apparatus 12 implements a wirelessaccess point. For instance, in such embodiments, the connection betweenthe wireless access point and the NAS 23 may be provided by a dedicatedpoint-to-point link. As another example, in some embodiments, instead ofthe dedicated logical link 19, there may be a shared link leading to thecommunication apparatus 12.

Reference is now made to FIG. 6, which illustrates an example of apossible event flow upon activation of the communication apparatus 12,which may occur, for instance, as the network interface unit 18 and/orthe computing device 16 of the communication apparatus 12 is/are poweredup. Thereafter:

-   -   The communication apparatus 12 establishes physical layer        connectivity with the access multiplexer 21 over the physical        link 17.    -   This is followed by establishment of Ethernet connectivity        between the communication apparatus 12 and the access        multiplexer 21.    -   The communication apparatus 12 verifies its ability to        communicate using Point-to-Point Protocol over Ethernet (PPPoE).        For a more detailed explanation of PPPoE, one may refer to        Internet Request For Comments (RFC) 2516, available from the        Internet Engineering Task Force (http://www.ietf.org), hereby        incorporated by reference herein.    -   Next, assuming that the communication apparatus 12 has the        ability to communicate using PPPoE, the communication apparatus        12 verifies whether it should make a so-called “access request”        automatically or in response to user input (which can be        obtained via a software application). For purposes of this        example, let it be assumed that conditions have been met such        that the communication apparatus 12 should make an access        request.    -   The communication apparatus 12 begins entry into PPPoE        communication by broadcasting an “initiation” packet over the        dedicated logical link 19.    -   The NAS 23 responds to receipt of the initiation packet by        sending an “offer” packet to the communication apparatus 12.        Thus, at this stage, it can be said that a logical connection        182 has been defined between a first endpoint (the communication        apparatus 12) and a second endpoint (the NAS 23).    -   Following receipt of the offer packet, the communication        apparatus 12 sends an access request 184 to the NAS 23 with the        ultimate goal of accessing the public packet-switched network        14. The access request 184 may comprise credentials that can be        hard coded or programmably installed on the communication        apparatus 12. Alternatively, the credentials may be entered by        the user 10 of the communication apparatus 12.    -   Upon receipt of the access request 184 containing the        credentials along the dedicated logical link 19, the NAS 23        executes an authorization procedure as follows. The NAS 23        communicates the credentials to the authorization component 142,        e.g., via a RADIUS Access-Request message 188. In response to        receipt of the credentials from the NAS 23, the authorization        component 142 determines whether the credentials allow access to        the public packet-switched network 14. For example, this can be        determined by consulting a database (not shown). If the        credentials allow access to the public packet-switched network        14, the authorization component 142 returns an acceptance        message (e.g., a RADIUS Access-Accept message). On the other        hand, if the credentials do not allow access to the public        packet-switched network 14, the authorization component 142        returns a refusal message (e.g., a RADIUS Access-Reject        message). For purposes of this example, assume that the        credentials allow access to the public packet-switched network        14, resulting in issuance of an acceptance message 190. In this        example, two alternatives are possible:        -   Alternative 1 (where the pool 127 of logical identifiers is            maintained by the authorization component 142): the            authorization component 142 obtains a logical identifier 193            from the pool 127 of logical identifiers that is maintained            by the authorization component 142. The logical identifier            193 is sent to the NAS 23, which assigns the logical            identifier 193 to the dedicated logical link 19.        -   Alternative 2 (where the pool 127 of logical identifiers is            maintained by the NAS 23): responsive to receipt of the            acceptance message 190 from the authorization component 142,            the NAS 23 obtains a logical identifier 193 from the pool            127 of logical identifiers that is maintained by the NAS 23.            The logical identifier 193 so obtained is assigned by the            NAS 23 to the dedicated logical link 19.    -   The NAS 23 sends a “confirmation” packet back to the        communication apparatus 12, thus completing establishment of a        PPPoE session between the endpoints of the logical connection        182.    -   Additional hand-shaking may be performed between the        communication apparatus 12 and the NAS 23 in order to establish        a Point-to-Point Protocol (PPP) session between the endpoints of        the logical connection 182.    -   Following this, further hand-shaking may be undertaken between        the communication apparatus 12 and the NAS 23 in order to        establish an Internet Protocol Control Protocol (IPCP) session        between the endpoints of the logical connection 182.    -   During the IPCP session, the NAS 23 releases the logical        identifier 193 towards the communication apparatus 12 that        issued the access request 184, in order to allow the        communication apparatus 12 to identify itself using the logical        identifier 193 in future communications over the dedicated        logical link 19. Since the dedicated logical link 19 to which        has been assigned the logical identifier 193 leads to the        communication apparatus 12 and since the communication apparatus        12 will identify itself using the logical identifier 193 in        future communications, it can be seen that the logical        identifier 193 is in essence assigned to the communication        apparatus 12.

It is recalled that once the logical identifier 193 has been obtainedfrom the pool 127 of logical identifiers (either by the NAS 23 or by theauthorization component 142), the NAS 23 assigns the logical identifier193 to the dedicated logical link 19.

In an embodiment where the profile information server 34 is connected tothe NAS 23 by the link 175, the fact that the NAS 23 assigns the logicalidentifier 193 to the dedicated logical link 19 allows the NAS 23 toconstruct and maintain a mapping 144 between, on the one hand, variousdedicated logical links (such as the dedicated logical link 19 andothers) and, on the other, logical identifiers corresponding to thosededicated logical links.

In an embodiment where the profile information server 34 is connected tothe authorization component 142 by the link 177, the logical identifier193 and the identity of the dedicated logical link 193 to which it isassigned are sent back by the NAS 23 to the authorization component 142,and it is the authorization component 142 that maintains theaforementioned mapping 144 between dedicated logical links and logicalidentifiers corresponding to those dedicated logical links.

Of course, those skilled in the art will be able to think of other waysof causing the communication apparatus 12 to send the access request 184over the logical connection 182 between the communication apparatus 12and the NAS 23, as well as other ways of assigning a logical identifierto the dedicated logical link 19 and thus to the communication apparatus12. It should further be mentioned that, in some cases, theestablishment of the aforementioned PPPoE, PPP and/or IPCP sessions maynot be required. This is particularly the case where the dedicatedlogical link 19 is a VLAN.

In view of the preceding description, and in particular given thepreviously described mappings 124, 134 maintained in the OSS 122 and/orthe access multiplexer 21 and the mapping 144 maintained in the NAS 23or the authorization component 142, the following describes how one cancreate an association between logical identifiers and service pointlocations.

Specifically, with reference to FIG. 7, by combining the mapping 124with the mapping 134, the OSS 122 can create an intermediate mapping 166between, on the one hand, dedicated logical links and, on the otherhand, service point locations of communication apparatuses havinglogical connections with the NAS 23 which traverse those dedicatedlogical links. In this example, the intermediate mapping 166 wouldassociate the dedicated logical link 19 to the service point location ofthe communication apparatus 12. In one embodiment, the OSS 122 transmitsthe intermediate mapping 166 to the profile information server 34.

Next, the profile information server 34 may be operative to combine theintermediate mapping 166 (received from the OSS 122) with theaforementioned mapping 144 (received from the NAS 23 or theauthorization component 142), thus creating a final mapping 176 between,on the one hand, logical identifiers and, on the other, service pointlocations of communication apparatuses having logical connections withthe NAS 23 which traverse respective dedicated logical links to whichthose logical identifiers have been assigned. In this example, the finalmapping 176 would specify that the logical identifier 193 corresponds tothe service point location of the communication apparatus 12, i.e., thelocation of the service point where the communication apparatus 12 islocated.

It is recalled that the profile associated with the given party andstored in the profile information database 36 by the given serviceprovider includes the service point location where the network accessservice is to be delivered to the given party. Thus, based on the finalmapping 176 specifying that the logical identifier 193 corresponds tothe service point location of the communication apparatus 12, theprofile information server 34 associates, in the profile informationdatabase 36, the profile associated with the given party to the logicalidentifier 193 assigned to the communication apparatus 12.

From the above, it should be apparent that the profile informationdatabase 36 can be populated with logical identifiers and profilesassociated with these logical identifiers.

While the above-described example illustrates one possible technique forpopulating the profile information database 36, it will be appreciatedthat other techniques may be employed in other embodiments. For example,in some embodiments, the aforementioned credentials, which may be hardcoded or programmably installed on the communication apparatus 12 orentered by the user 10 of the communication apparatus and which may beincluded in the access request 184 sent by the communication apparatus12 to the NAS 23, can be used to associate the logical identifier 193assigned to the communication apparatus 12 to the profile associatedwith the given party and stored in the profile information database 36.Specifically, these credentials, which are known by the service providerto have been provided to the given party, may be linked by the givenservice provider to the profile associated with the given party. Uponreceiving the credentials as part of the access request 184 andassigning the logical identifier 193 to the communication apparatus 12,the given service provider may associate, in the profile informationdatabase 36, the profile associated with the given party to the logicalidentifier 193 assigned to the communication apparatus 12.

It will also be appreciated that, in embodiments where the logicalidentifier is dynamically assigned to the communication apparatus 12(e.g., a dynamic IP address), the profile information database 36 may beupdated accordingly.

Although in embodiments described above the communication apparatus 12is directly connected to the communication link 20, it will beappreciated that, in some embodiments, the communication apparatus 12may be connected to a router that is connected to the communication link20 and that may be connected to one or more other communicationapparatuses at premises where the communication apparatus 12 is located.In such embodiments, the router may perform network address translation(NAT) for packets passing therethrough. Depending on the type of NATperformed, in some cases, the logical identifier assigned to thecommunication apparatus 12 may include a portion identifying the routerand a portion identifying the communication apparatus 12 connectedthereto. For instance, the logical identifier assigned to thecommunication apparatus 12 may include an IP address assigned to therouter, as well as a port number of a port of the router to which isconnected the communication apparatus 12 or a local IP address assignedto the communication apparatus 12 by the router.

Also, while in embodiments considered above the profile informationserver 34 interacts with the server 30 _(n), the ad server 51 and/or thenetwork component 49 using the information included in the particularone of the records 40 ₁ . . . 40 _(M) in the profile informationdatabase 36 without the user 10 being explicitly informed of this fact,in other embodiments there may be mechanisms to notify the user 10 ofthis fact or confirm with the user 10 that he/she allows thisinformation to be used by the profile information server 34 in itsinteraction with the server 30 _(n), the ad server 51 and/or the networkcomponent 49. For example, in some embodiments, an applet, widget orother suitable element may be implemented to notify the user 10 via thecomputing device 16 (e.g., via a pop-up window) of the interactionbetween the profile information server 34 and the server 30 _(n), the adserver 51 and/or the network component 49, and possibly to allow theuser 10 to confirm whether information (or control which information)included in the particular one of the records 40 ₁ . . . 40 _(M) in theprofile information database 36 can be used by the profile informationserver 34 as part of this interaction. As another example, the givenparty (who may or may not be the user 10) occupying, owning, managing orotherwise associated with premises where the communication apparatus 12is located may have previously authorized the service provider providingthe network access service to the communication apparatus 12 (e.g.,during a registration phase) to use information contained in theparticular one of the records 40 ₁ . . . 40 _(M) in order to facilitatedetermination of one or more online content elements to be presented atthe communication apparatus 12 when the communication apparatus 12 isused to access or interact with network sites implemented by the servers30 ₁ . . . 30 _(N)

In addition, while in embodiments considered above information includedin the profile that is associated with the logical identifier assignedto the communication apparatus 12 and that is contained in the profileinformation database 36 is used in determining online content elementsto be presented at the communication apparatus 12 when the user 10 usesthe browser implemented by the computing device 16 to access andinteract with network sites implemented by the servers 30 ₁ . . . 30_(N), principles discussed herein can be applied to determine onlinecontent elements to be presented at the communication apparatus 12 whenthe user 10 uses other software applications that are implemented by thecomputing device 16 and that exchange data over the packet-switchednetwork 14 (e.g., an IM client having a window presenting onlineadvertisements to the user 10).

Furthermore, while in embodiments considered above the profileinformation database 36 maintains an association between (1) logicalidentifiers (e.g., IP addresses) assigned to communication apparatuses(such as the communication apparatus 12) to enable the communicationapparatuses to exchange data over the packet-switched network 14, and(2) profiles including information known to one or more serviceproviders involved in assigning these logical identifiers, it is to beunderstood that, in other embodiments, other identifiers may be assignedto the communication apparatuses and associated with the profiles in theprofile information database 36. In particular, in some embodiments, theprofile information database 36 may associate the profiles withparticular identifiers that are assigned to the communicationapparatuses but that are not used by the communication apparatuses toexchange data over the packet-switched network 14. In these embodiments,the particular identifiers are designed specifically to identify theirassociated profiles in the profile information database 36 and can bereferred to as “profile identifiers”. In that sense, each profileidentifier acts as a “key” which, upon being received by the profileinformation server 34, allows the profile information server 34 toconsult the profile information database 36 and identify the profileassociated with that profile identifier.

In such embodiments, a profile identifier may be assigned to acommunication apparatus in a manner similar to that employed to assign alogical identifier to that communication apparatus. For example, aprofile identifier may be assigned to the communication apparatus 12using techniques similar to those employed to assign the logicalidentifier 193 to the communication apparatus 12. More particularly, theprofile identifier may be assigned to the communication apparatus 12 bya network component that is part of the communication link 20 (e.g., theNAS 23), when the communication apparatus 12 is activated (e.g., whenthe network interface unit 18 and/or the computing device 16 is/arepowered-up) or otherwise regains network connectivity or at any othersuitable time. The network component releases the profile identifiertowards the communication apparatus 12, which proceeds to store it inmemory for future use. Release of the profile identifier towards thecommunication apparatus 12 may occur before, concurrently with, or afterrelease of the logical identifier 193 to the communication apparatus 12.Once it is stored in the communication apparatus 12, the profileidentifier may be retrieved and used by the profile information server34 to access information contained in the profile information database36 using principles discussed herein.

Those skilled in the art will appreciate that, in some embodiments,certain functionality of a given component described herein (e.g., theprofile information server 34, the server 30 _(n), the ad server 51and/or the network component 49) may be implemented as pre-programmedhardware or firmware elements (e.g., application specific integratedcircuits (ASICs), electrically erasable programmable read-only memories(EEPROMs), etc.) or other related elements. In other embodiments, agiven component described herein (e.g., the profile information server34, the server 30 _(n), the ad server 51 and/or the network component49) may comprise a processor having access to a code memory which storesprogram code (e.g., instructions) for operation of the processor toimplement functionality of that given component. The program code may bestored on a medium which is fixed, tangible, and readable directly bythe given component (e.g., removable diskette, CD-ROM, ROM, fixed disk,USB key, etc.). Alternatively, the program code may be stored remotelybut transmittable to the given component via a modem or other interfacedevice connected to a network over a transmission medium. Thetransmission medium may be either a tangible medium (e.g., optical oranalog communications lines) or a medium implemented using wirelesstechniques (e.g., RF, microwave, infrared or other wireless transmissionschemes).

Although various embodiments of the present invention have beendescribed and illustrated, it will be apparent to those skilled in theart that numerous modifications and variations can be made withoutdeparting from the scope of the invention, which is defined in theappended claims.

1.-81. (canceled)
 82. A method for presenting online content at acommunication apparatus, the communication apparatus using a networkaccess service provided by a service provider to exchange data over apacket-switched network, said method comprising: receiving bandwidthinformation regarding a bandwidth provided to the communicationapparatus by the service provider; determining an online content elementto be presented at the communication apparatus based on the bandwidthinformation; and causing the communication apparatus to present theonline content element.
 83. A method as claimed in claim 82, wherein thecommunication apparatus is assigned an identifier by the serviceprovider, said method comprising, prior to said receiving, sending arequest to a network component, the request conveying the identifier andrequesting the bandwidth information.
 84. A method as claimed in claim82, comprising implementing a network site accessed by the communicationapparatus, said receiving comprising receiving the bandwidth informationfrom a network component detecting that the communication apparatusaccesses the network site without sending a request to the networkcomponent for the bandwidth information.
 85. A method as claimed inclaim 82, wherein said determining comprises determining a data size ofthe online content element to be presented at the communicationapparatus based on the bandwidth information.
 86. A method as claimed inclaim 82, wherein said determining comprises selecting the onlinecontent element to be presented at the communication apparatus from aplurality of online content elements having different data sizes, basedon the bandwidth information.
 87. A method as claimed in claim 86,wherein the plurality of online content elements comprises an onlinevideo and at least one of an online picture and online text.
 88. Amethod as claimed in claim 82, wherein the online content element is anonline advertisement.
 89. A method as claimed in claim 88, wherein saidreceiving, said determining and said causing are performed by an adserver associated with a network site accessed by the communicationapparatus.
 90. A method as claimed in claim 82, wherein the onlinecontent element is a primary content element of a network site accessedby the communication apparatus.
 91. A method as claimed in claim 90,comprising implementing the network site accessed by the communicationapparatus.
 92. A method as claimed in claim 82, wherein the onlinecontent element is an online page.
 93. A method as claimed in claim 83,wherein the identifier is a logical identifier allowing thecommunication apparatus to exchange data over the packet-switchednetwork.
 94. A method as claimed in claim 83, wherein the identifiercomprises an IP address.
 95. A method as claimed in claim 83, whereinthe identifier is a profile identifier used to identify the profile butnot required by the communication apparatus to exchange data over thepacket-switched network.
 96. A method as claimed in claim 82, comprisingreceiving location information regarding the communication apparatus,said determining comprising determining the online content element to bepresented at the communication apparatus based on the bandwidthinformation and the location information.
 97. A method as claimed inclaim 96, wherein the location information includes a service pointlocation of the communication apparatus.
 98. A method as claimed inclaim 82, comprising receiving personal information regarding a party,said determining comprising determining the online content element to bepresented at the communication apparatus based on the bandwidthinformation and the personal information.
 99. A method as claimed inclaim 98, wherein the personal information comprises at least one of: aname, a gender, a date of birth or an age, a nationality, acorrespondence language, a civic address, a phone number, an emailaddress, an instant messaging identifier, and financial information.100. A server for presenting online content at a communicationapparatus, the communication apparatus using a network access serviceprovided by a service provider to exchange data over a packet-switchednetwork, said server comprising: an interface for receiving and sendingdata; and a processing unit coupled to said interface and operative for:receiving bandwidth information regarding a bandwidth provided to thecommunication apparatus by the service provider; determining an onlinecontent element to be presented at the communication apparatus based onthe bandwidth information; and causing the communication apparatus topresent the online content element.
 101. A server as claimed in claim100, wherein the communication apparatus is assigned an identifier bythe service provider, said processing unit being operative for, prior tosaid receiving, sending a request to a network component, the requestconveying the identifier and requesting the bandwidth information. 102.A server as claimed in claim 100, wherein said processing unit isoperative for implementing a network site accessed by the communicationapparatus, said receiving comprising receiving the bandwidth informationfrom a network component detecting that the communication apparatusaccesses the network site without sending a request to the networkcomponent for the bandwidth information.
 103. A server as claimed inclaim 100, wherein said determining comprises determining a data size ofthe online content element to be presented at the communicationapparatus based on the bandwidth information.
 104. A server as claimedin claim 100, wherein said determining comprises selecting the onlinecontent element to be presented at the communication apparatus from aplurality of online content elements having different data sizes, basedon the bandwidth information.
 105. A server as claimed in claim 104,wherein the plurality of online content elements comprises an onlinevideo and at least one of an online picture and online text.
 106. Aserver as claimed in claim 100, wherein the online content element is anonline advertisement.
 107. A server as claimed in claim 106, whereinsaid receiving, said determining and said causing are performed by an adserver associated with a network site accessed by the communicationapparatus.
 108. A server as claimed in claim 100, wherein the onlinecontent element is a primary content element of a network site accessedby the communication apparatus.
 109. A server as claimed in claim 108,wherein said processing unit is operative for implementing the networksite accessed by the communication apparatus.
 110. A server as claimedin claim 100, wherein the online content element is an online page. 111.A server as claimed in claim 101, wherein the identifier is a logicalidentifier allowing the communication apparatus to exchange data overthe packet-switched network.
 112. A server as claimed in claim 101,wherein the identifier comprises an IP address.
 113. A server as claimedin claim 101, wherein the identifier is a profile identifier used toidentify the profile but not required by the communication apparatus toexchange data over the packet-switched network.
 114. A server as claimedin claim 100, wherein said processing unit is operative for receivinglocation information regarding the communication apparatus, saiddetermining comprising determining the online content element to bepresented at the communication apparatus based on the bandwidthinformation and the location information.
 115. A server as claimed inclaim 114, wherein the location information includes a service pointlocation of the communication apparatus.
 116. A server as claimed inclaim 100, wherein said processing unit is operative for receivingpersonal information regarding a party, said determining comprisingdetermining the online content element to be presented at thecommunication apparatus based on the bandwidth information and thepersonal information.
 117. A server as claimed in claim 116, wherein thepersonal information comprises at least one of: a name, a gender, a dateof birth or an age, a nationality, a correspondence language, a civicaddress, a phone number, an email address, an instant messagingidentifier, and financial information.
 118. Computer-readable mediastoring program code for execution by a computer system to presentonline content at a communication apparatus, the communication apparatususing a network access service provided by a service provider toexchange data over a packet-switched network, said program codecomprising: first program code for causing the computer system toreceive bandwidth information regarding a bandwidth provided to thecommunication apparatus by the service provider; second program code forcausing the computer system to determine an online content element to bepresented at the communication apparatus based on the bandwidthinformation; and third program code for causing the computer system tocause the communication apparatus to present the online content element.119. A method for facilitating determination of online content to bepresented at a communication apparatus, the communication apparatususing a network access service provided by a service provider toexchange data over a packet-switched network, said method comprising:obtaining an identifier assigned to the communication apparatus by theservice provider; consulting a database on a basis of the identifier toobtain bandwidth information regarding a bandwidth provided to thecommunication apparatus by the service provider; and transmitting thebandwidth information to a network component to allow the networkcomponent to determine an online content element to be presented at thecommunication apparatus based on the bandwidth information.
 120. Amethod as claimed in claim 119, comprising assigning the identifier tothe communication apparatus.
 121. A method as claimed in claim 119,wherein said obtaining comprises receiving a request conveying theidentifier from the network component.
 122. A method as claimed in claim119, wherein said obtaining comprises receiving data conveying theidentifier when the communication apparatus accesses a network siteimplemented by the network component.
 123. A method as claimed in claim119, wherein the identifier is a logical identifier allowing thecommunication apparatus to exchange data over the packet-switchednetwork.
 124. A method as claimed in claim 119, wherein the identifiercomprises an IP address.
 125. A method as claimed in claim 119, whereinthe identifier is a profile identifier used to identify the profile butnot required by the communication apparatus to exchange data over thepacket-switched network.
 126. A method as claimed in claim 119, whereinthe online content element is an online advertisement.
 127. A method asclaimed in claim 126, wherein the network component is an ad serverassociated with a network site accessed by the communication apparatus.128. A method as claimed in claim 119, wherein the online contentelement is a primary content element of a network site accessed by thecommunication apparatus.
 129. A method as claims in claim 128, whereinthe network component implements the network site.
 130. A method asclaimed in claim 129, wherein the online content element is an onlinepage.
 131. A method as claimed in claim 119, wherein said consultingcomprises consulting the database on a basis of the identifier to obtainlocation information regarding the communication apparatus and saidtransmitting comprises transmitting the bandwidth information and thelocation information to the network component to allow the networkcomponent to determine the online content element to be presented at thecommunication apparatus based on the bandwidth information and thelocation information.
 132. A method as claimed in claim 131, wherein thelocation information includes a service point location of thecommunication apparatus.
 133. A method as claimed in claim 119, whereinsaid consulting comprises consulting the database on a basis of theidentifier to obtain personal information regarding a party and saidtransmitting comprises transmitting the bandwidth information and thepersonal information to the network component to allow the networkcomponent to determine the online content element to be presented at thecommunication apparatus based on the bandwidth information and thepersonal information.
 134. A method as claimed in claim 133, wherein thepersonal information comprises at least one of: a name, a gender, a dateof birth or an age, a nationality, a correspondence language, a civicaddress, a phone number, an email address, an instant messagingidentifier, and financial information.
 135. A server for facilitatingdetermination of online content to be presented at a communicationapparatus, the communication apparatus using a network access serviceprovided by a service provider to exchange data over a packet-switchednetwork, said server comprising: an interface for receiving and sendingdata; and a processing unit coupled to said interface and operative for:obtaining an identifier assigned to the communication apparatus by theservice provider; consulting a database on a basis of the identifier toobtain bandwidth information regarding a bandwidth provided to thecommunication apparatus by the service provider; and transmitting thebandwidth information to a network component to allow the networkcomponent to determine an online content element to be presented at thecommunication apparatus based on the bandwidth information.
 136. Aserver as claimed in claim 135, wherein said processing unit isoperative for assigning the identifier to the communication apparatus.137. A server as claimed in claim 135, wherein said obtaining comprisesreceiving a request conveying the identifier from the network component.138. A server as claimed in claim 135, wherein said obtaining comprisesreceiving data conveying the identifier when the communication apparatusaccesses a network site implemented by the network component.
 139. Aserver as claimed in claim 135, wherein the identifier is a logicalidentifier allowing the communication apparatus to exchange data overthe packet-switched network.
 140. A server as claimed in claim 135,wherein the identifier comprises an IP address.
 141. A server as claimedin claim 135, wherein the identifier is a profile identifier used toidentify the profile but not required by the communication apparatus toexchange data over the packet-switched network.
 142. A server as claimedin claim 135, wherein the online content element is an onlineadvertisement.
 143. A server as claimed in claim 142, wherein thenetwork component is an ad server associated with a network siteaccessed by the communication apparatus.
 144. A server as claimed inclaim 135, wherein the online content element is a primary contentelement of a network site accessed by the communication apparatus. 145.A server as claims in claim 144, wherein the network componentimplements the network site.
 146. A server as claimed in claim 135,wherein the online content element is an online page.
 147. A server asclaimed in claim 135, wherein said consulting comprises consulting thedatabase on a basis of the identifier to obtain location informationregarding the communication apparatus and said transmitting comprisestransmitting the bandwidth information and the location information tothe network component to allow the network component to determine theonline content element to be presented at the communication apparatusbased on the bandwidth information and the location information.
 148. Aserver as claimed in claim 147, wherein the location informationincludes a service point location of the communication apparatus.
 149. Aserver as claimed in claim 135, wherein said consulting comprisesconsulting the database on a basis of the identifier to obtain personalinformation regarding a party and said transmitting comprisestransmitting the bandwidth information and the personal information tothe network component to allow the network component to determine theonline content element to be presented at the communication apparatusbased on the bandwidth information and the personal information.
 150. Aserver as claimed in claim 149, wherein the personal informationcomprises at least one of: a name, a gender, a date of birth or an age,a nationality, a correspondence language, a civic address, a phonenumber, an email address, an instant messaging identifier, and financialinformation.
 151. Computer-readable media storing program code forexecution by a computer system to facilitate presentation of onlinecontent at a communication apparatus, the communication apparatus usinga network access service provided by a service provider to exchange dataover a packet-switched network, said program code comprising: firstprogram code for causing the computer system to obtain an identifierassigned to the communication apparatus by the service provider; secondprogram code for causing the computer system to consult a database on abasis of the identifier to obtain bandwidth information regarding abandwidth provided to the communication apparatus by the serviceprovider; and third program code for causing the computer system totransmit the bandwidth information to a network component to allow thenetwork component to determine an online content element to be presentedat the communication apparatus based on the bandwidth information.